Market Research Viewpoints
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Sarah Gilchriest, Publisher, Marketing Week
Choose wisely to avoid costly errors
To weather current economic storms, marketers have to do more than just batten down the hatches – they must also be sure to only invest in products and marketing that are going to strengthen their business.
The research industry provides insights that are invaluable at this time, helping to take some of the risk out of creating new products and campaigns. But research companies are also under pressure to provide insight at a reduced cost and in ways that use the latest technologies most efficiently.
In this issue of Viewpoints, Marketing Week has invited industry experts to discuss the challenges facing marketers, and ways in which the right research partners can help them meet stringent consumer demands.
As these essays underline, using the right research tools will help to protect against making costly mistakes that could mean the premature death of a potentially successful brand.
Sarah Gilchriest
Readers' comments (3)
Anonymous | Wed, 17 Jun 2009 12:42 pm
....
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eronda | Thu, 25 Jun 2009 3:25 pm
my mum loves Horlicks but has been a diabetic awhile now and wishes to know has any one come up with Horlicks for diabetics?
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vinyasa | Sun, 7 Feb 2010 4:25 am
@eronda
There is a Horlicks Lite low sugar version. You may check out if it is avaialble where you live.
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